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After leading the luxury sales race in the United States for the last few years, BMW likely wasn’t too happy to see archrival Mercedes-Benz overtake it in last year. Mercedes‘ success over BMW can largely be attributed to its wide assortment of crossovers and SUVs that run the gamut in size from compact to downright massive. To better compete with Mercedes and regain the luxury crown, BMW is reportedly readying the BMW X7 full-size three-row crossover, to be built at the automaker’s South Carolina plant.

While BMW does have a seven-seat crossover in the form of the new 2014 BMW X5, the X5 is still about 10-inches shorter than the three-row Mercedes-Benz GL-Class. This means the Merc currently has Bimmer beat on interior room and comfort – unacceptable in the luxury segment.

To compete, Automotive News reports that the long-rumored BMW X7 will be announced Friday March 28 at its Spartanburg, S.C. plant. The new X7 is expected to be the 7 Series of “Sport Activity Vehicles.” The BMW X7 will be longer, larger, and more luxurious than the X3 and X5 that’ll be built alongside it. The platform could also potentially underpin a future Rolls-Royce crossover.

A timeline and more details on the BMW X7 are expected on Friday, but expect an engine range including a turbocharged I-6, twin-turbo V-8, and a diesel mill. Production will likely begin in South Carolina around 2017.